Kuhn, Kerri-Ann; Alpert, Frank; Pope, Nigek K. Ll. - 2010
, 1999). While the power of branding is widely acknowledged in consumer markets, the nature and importance of branding in … the consumer realm. They argue that industrial products do not need branding as it is confusing and adds little value to … functional products (Collins, 1977; Lorge, 1998; Saunders and Watt, 1979). Others argue that branding and the concept of brand …